FOOD SHOULD BE PROVOCATIVE

AND NO, I DON’T MEAN SEXY. WELL, MAYBE SOMETIMES. FOOD SHOULD MOVE YOU IN A WAY NOTHING ELSE CAN. A GREAT DISH CAN TEASE YOUR CURIOSITY, IGNITE YOUR SENSES, EVOKE FORGOTTEN MEMORIES AND SPARK YOUR IMAGINATION ALL IN ONE BITE. IT’S THE REASON WE LEAVE WORK EARLY TO MAKE DINNER RESERVATIONS, PATIENTLY WAIT TO GET A SEAT AT OUR FAVOURITE CAFES, PLAN HOLIDAYS AROUND THE CUISINES WE LOVE AND MORE RECENTLY WANT TO INTIMATELY KNOW THE STORIES BEHIND INGREDIENTS.

WE DON’T EAT TO CONSUME; WE EAT TO BE CONSUMED. IT’S THE REASON I DO WHAT I DO, COOK.

ADVERTISING WAS MY Entrée

BEFORE THERE WERE MYSTERY BOXES, THERE WERE CREATIVE BRIEFS. BEFORE THERE WERE TEAM CHALLENGES, THERE WERE AGENCY PITCHES AND BEFORE THERE WERE STUDIO DRIVE UPS, THERE WERE 'I BOUGHT A JEEP' ADS.

BEFORE I WAS SARA FROM MASTERCHEF I WAS AN ADVERTISING CREATIVE.

MAKING ADS WAS THE PERFECT APPETISER TO MY MAIN COURSE. THEY MAY NOT SEEM ALIKE BUT BOTH ADVERTISING AND COOKING SHARE ONE IMPORTANT GOAL, TO EVOKE EMOTION. AND THAT'S WHY I LOVE TO COOK AND CREATE. TO MAKE SOMEONE FEEL SOMETHING THEY DIDN'T BEFORE.